Day One: Business Innovations in Drugs, Supplements and Therapies Vet and OTC Pharmaceuticals for Companion Animals

Monday, June 14, 2010

8:00 am Registration

9:30 -11:00 am Workshop A - How to Market and Sell to the Veterinary Market

How to Market and Sell to the Veterinary Market—This session delves deeply into the challenging world of selling to DVMs. Do you have all the information you need to talk intelligently to this audience? What’s the best approach? Through one-on-one interactions with the audience, explore how to effectively market and sell to this highly educated, interesting market. Traditional sales approaches don’t work. Get the inside story from Todd Brodersen, who has 17 years experience and first-hand knowledge of conceptualizing and implementing best practices in sales, marketing, distribution and procurement.

• What are the hurdles in taking your product to the Ethical Veterinary Market?
• Are there competing products?
• Are you familiar with the competitors?
• What is their success?
• What is your distribution strategy?

Todd Brodersen, President, SAME PAGE CONSULTING

11:00 am Free Time for Networking Noon Registration & Coffee

12:45 pmChairperson's Opening Remarks

Chris Ragland, President & CEO, AXXIOM, LLC

1:00 pm Key Product & Service Usage Trends in the Companion Animal Health Market

The US companion animal market is the most dynamic and robust segment of the global animal health market. Evolving trends in patient treatment provide insight in future market opportunities for animal health and related products. Benefits of attending this session include a review of the following:

• Market analysis – aggregate data and trends
• Key product usage trends
• Underlying market forces
• Potential implications for developing markets

Chris Ragland, President & CEO, AXXIOM, LLC

1:45 pm Meeting the Evolving Need of the Aging Pet Population – Enhancing Quality of Life for the Pet and Pet Owner

Pets are living longer because their owners are taking better care of them. Did you know four out of five pet owners consider their pets part of the direct family? With almost half of the pet population over the age of six, veterinarians are seeing an increase of age related diseases including arthritis, heart disease, diabetes, and cancer. There is demand now more than ever for innovation in animal health that benefits this unique population of patients. This session will focus on the following topics:

• A review of emerging diseases of the senior patient
• Evolution of the human-animal bond and the influence on the veterinary industry
• Caring for the senior patient; in the hospital and at home
• Unmet needs of the aging pet population: a wish list of product and service profiles

Travis Meredith, DVM, MBA, Diplomat ACT, President, ALLIANCE VETERINARY CENTERS, Founding Partner, MBF THERAPEUTICS

2:30 pm Refreshment & Discussion Break

2:50 pm Hill’s-Novartis Osteoarthritis Marketing Partnership: Case Study

• Business circumstances that created the opportunity for the partnership
• What brands are involved and their market posit ions
• Key strategies and marketing programs
• Results and business impact of the partnership 1

Steve Malone, Global Director for Prescription Diet Marketing, HILL’S PET NUTRITION, INC.

3:35pm A New Look at Pet Vaccination Protocols

Dr. Tom Schwarzer, Professional Services Veterinarian, BOEHRINGER INGELHEIM VETMEDICA, INC.

4:20 pm Pet Product Packaging and Tracking Innovation: Identifying Customer Needs That Can Build Differentiation

In a crowded marketplace can you use packaging and tracking technology to differentiate your product from competition? Absolutely. And it starts with a thorough analysis of the competitive products. Packaging must be designed around customer need. You can’t risk confusing someone with small type and hard to understand instructions. End-user research is essential. Prototypes should be developed and tested for function as well as desired attributes. Regulated products will require special product testing and validation. Childproofing and elderly friendly packaging is also a consideration. What does it mean to have innovative packaging and is it rewarded in the marketplace? There is no room for error. You have to get it right the first time for the safety and well-being of the pets. Are you concerned about counterfeiting your product? Find out how you can build unique identifiers into the packaging that will allow you to maintain the authenticity of the product.

Julia Stephanus, President & CEO, SUMMIT VETPHARM

4:55 pm How to Establish and Maintain a Great Working Relationship with all Regulatory Agencies

Building relationships with each agency demands in-depth knowledge and stellar people skills. Learn to understand the legal jargon, while juggling the demands of the regulators. Move your products through the system quickly so that you achieve your purpose: to help and heal companion animals.

• Developing good working relationships with people in the agency
• Identifying agency hot buttons issues
• Avoiding the adversarial approach
• Learning from the successes and mistakes of others
• Dealing with an agency when your plate is already full

Jerome Gainer, Senior Manager Regulatory Affairs, VIRBAC AH, Inc.

5:40 pm Building an Effective 4-way Healthy Pet Alliance: Pharmaceutical Manufacturer, Veterinarian, Consumer, Patient

• Creating a win/win for the product manufacturer, the vet, the consumer and the pet
• Working with vets to improve revenue, efficiency and profitability of clinic pharmacies
• Adding food to the mix: Hill’s case study
• How pharmaceutical companies can increase compliance and ability to get product to the client
• Reinforce existing supply chain and product integrity

Ted Root, President & CEO,VETCENTRIC, Inc.

6:10 pm Close of Day One

Day Two: Joint Sessions For Pet OTC & Vet Pharmaceutical & Pet Food Manufacturing Industries

Tuesday, June 15, 2010

7:00 am Registration & Full Complimentary Breakfast at Luxor’s “More” Restaurant

8:00 amPrivate Labeling & Dermatology: The Botton Line Benefits of Private Labeling

Steven Melman VMD, Founder, DermaPet

8:30 am The Human-Animal Bond: Creating Products and Services at the Heart of this Growing Phenomenon

While there is increasing awareness and research on issues and activities relating to the Human Animal Bond and Human Animal Interaction, so far there has not been a successful strategic plan developed by thoughtful, informed leaders from the research and education, academic and business communities that comprehensively addresses the Human Animal Bond. The Human Animal Bond Research Initiative (HABRI) is a coalition of organizations and entities working collaboratively to support an education and advocacy effort to create a Human Animal Bond Research Center within the National Institutes of Health. HABRI would focus on five main areas of research identified by prominent leaders at Purdue University that are needed to address human-animal bond issues, including: Scientific Nature of the Bond (Mechanisms), Translations, Education, Environmental Health Indicators, and Social Issues. Our vision is to create a center that will support multi-disciplinary research on the human-animal bond to provide scientific evidence for informed decisions in human health.

Steve Hellem, Executive Director, HUMAN ANIMAL BOND RESEARCH INITIATIVE

Human-Animal Bond Demographics

Different types and strengths of human-animal bond require different types of products, support and advice. Each type of bond has strength and weaknesses, affecting the needs of both the human and animals—and the approaches the owner will find appealing and helpful. The following key dimensions will be discussed along with methods for support services and produces to maximize the benefits and minimize the risks to animal welfare presented by each bond style.

• Strong/emotional bond, versus weak/conscientious bond
• Anthropomorphism versus ethological thinking
• Avoiding the adversarial approach
• Pet pampering versus health optimizing

Dr. Emily Patterson-Kane, PhD, Assistant Director, Animal Welfare Division, AMERICAN VETERINARY MEDICAL ASSOCIATION (AVMA)

Human Animal Bond refers to the bond nurtured by interactions between humans and animals. Bond Centered Practice is a new concept of veterinary medical practice, which values the Human Animal Bond, and devotes treatment to involving problematic behaviors, psychological problems, or rehabilitation between owners and their companion animals. Many scientific studies clearly demonstrate that interaction with humans, animals and the nature is necessary for the healthy development of children’s brains. Our mission of Japanese Human and Animal Bond Society is to apply the Human Animal Nature Bond Education to all societies, and we believe that it is part of the Bond Centered Practice to carry out this responsibility.

Gen Kato, DVM, President, Angell Memorial Hiroo Central Hospital; President and Founder, JAPANESE HUMAN AND ANIMAL BOND SOCIETY

9:45 am Enabling Best Care: How Pet Insurance Helps Pets, Owners, and Veterinarians

• Spending on veterinary services is growing at the fastest rate of any area in the pet market
• The cost of care overall and for individual routine and surgical visits has approximately doubled in the past decade
• Pet health insurance provides an increasingly valuable service to help veterinarians and pet owners meet their pet’s health care needs.
• While pet health insurance has been available in the United States since 1982, the opportunity for its growth to meet pet owner and veterinary needs has never been greater.
• Reinforce existing supply chain and product integrity

Carol McConnell, DVM; VP of Underwriting and Chief Veterinary Medical Officer, VPI PET INSURANCE

10:45 am Refreshment & Discussion Break

10:55 am Nutraceuticals: Market Statistics, Key Trends – Capitalizing on this Fast Growing Market

Pets are undeniably important members of the American family and supplements account for one-half of U.S. sales in the animal nutrition market. The growth rate is outpacing every other segment of the pet products industry and to take advantage of the opportunity you need to understand the market space.

• Identifying the growth segments - who is buying natural pet supplements, and why
• What you need to know about product quality and consumer perceptions
• Key trends and market drivers
• Maximizing your opportunities to boost your “bottom line”

Phil Brown, DVM, Senior Vice President, Marketing & Regulatory Affairs,NUTRI-VET

11:45am Why are So Many People Looking for Herbal Pet Products?

Join one of America’s leading experts in the field of natural herbal pet care to learn why so many people are turning toward natural herbal products for their companion animals. Greg is one of the industry’s leading experts in the use of herbal products for companion animals and has authored numerous publications on the subject and in addition to Chairing the Pet Products Committee for the American Herbal Products Association, serves as Co-Chair the Scientific Advisory Committee for the National Animal Supplement Council and is founder and President of Animal Essentials, Inc.

• What you need to know before you jump into this exciting, but challenging market segment
• Where to turn for more training, answers and marketing support
• Which are the “hot” herbal categories and a few ingredients to look for
• How to judge a company and help ensure you provide high quality product

Greg Tilford, President Marketing & Regulatory Affairs, ANIMAL ESSENTIALS, INC.

12:15am Regulatory Overview of “Dietary Supplements” for Animals: Things You Need to Know and Mistakes Not to Make

The market and potential for “dietary supplements” for animals make this segment an attractive target. The fact is, many companies enter this market without really understanding the regulatory requirements for products marketed for animals, which are similar to dietary supplements for people. Excluded from the Dietary Supplement Health and Education Act (DSHEA) that created guidelines for human supplements, animal supplements are classified as either “animal feeds” regulated at the state level or “animal drugs” regulated by the FDA. Today, while some animal supplements are still considered animal feeds, many are now viewed as “unapproved drugs” and allowed to exist under a system of regulatory discretion as long as certain parameters are followed. This section provides insight into the current regulatory status of animal supplements and common mistakes not to make.

Bill Bookout, President, NATIONAL ANIMAL SUPPLEMENT COUNCIL

12:40 Complimentary Buffet Luncheon at the Luxor’s “More” Restaurant

2:30 pm What Does the Health-conscious (and not so health conscious) Consumer Want? New & Emerging Growth Trends—Exclusive Retailers Panel!

Understanding your Customer: a Regional High-end Pet Store Perspective Knowing your customer is critical to the success of any company. At Especially for Pets, the traditional pyramid model is used to segment its customers. Key to this segmentation is food—as we believe food drives retail purchase habits. This presentation will cover the five segments of Especially for Pets’ customers as well as their profiles, buying motivators, and foods of choice.

• What you need to know before you jump into this exciting, but challenging market segment
• Where to turn for more training, answers and marketing support
• Which are the “hot” herbal categories and a few ingredients to look for H
• ow to judge a company and help ensure you provide high quality product

Michael DiTullio, President, ESPECIALLY FOR PETS

On Line “natural” pet supplier’s point of view

How he became the leading natural foods destination—Learn about the trend toward “natural”, and what that really means. How do consumers define natural? What are the lessons from the human natural foods industry? How can a company be authentic about being natural? What is the online retail channel and how should a manufacturer address it?

Marty Grosjean, CEO, ONLY NATURAL PET STORE, LLC

Unique Consumer Education Approach –

A 22-year Success Story in Holistic Health Products—“Who do we trust, and why?” Every person must decide for themselves which dog or cat food to feed their own companion animal. To do this we must wade through the plethora of propaganda and gain a better understanding of the possible deleterious effects of some ingredients. We all need to define some type of criteria for our companion animal’s food if we want to nurture their health.

• I will identify my list of “no thank you” ingredients
• We will discuss the value of pet supplements
• How to kill fleas, naturally!
• Why, after 22 years in business, we are still going strong!

Chip Sammons, Owner, HOLISTIC PET CENTER

3:30 pm Networking & Refreshment Break

3:50 pm Regulations and Ambiguity: Inside the AAFCO

There are many misconceptions about the role of AAFCO in pet food regulation. Some have called it a regulatory agency, while others think it’s an industry trade association. In fact, neither is correct. AAFCO cannot take any enforcement action against a company’s pet food products. However, the recommendations it makes to regulators regarding pet food production, labeling and sale can have a great and long-lasting impact on both your products and your business.

• What does AAFCO stand for?
• Who can be a member of AAFCO?
• What does AAFCO do?
• What doesn’t it do?
• How does AAFCO interact with FDA and state governments?
• How can a company have input in AAFCO decisions?

David A. Dzanis, DVM, PhD, DACVN, CEO REGULATORY DISCRETION, INC.

4:25 pm The Wellness Connection: How Harnessing the Power of New Media to Deliever a Meaningful Message that Results in Happier Pet Owners and Healthier Pets

Information and dialogue surrounding pet health and wellness is being dramatically impacted by Social Media and other forms of digital communications. The rise of the informed pet owner. Instantaneous access to best practice information. Online communities where pet owners and animal health professionals alike can discuss the latest diagnostic tests and treatments. All of these and more make this a time of unprecedented opportunity -- and challenge-- for everyone involved in the improvement of pet health and wellness. In this workshop you’ll receive a wealth of information about the latest tools and media for interactive communication on pet health topics. You’ll also receive how-to advice to put these tools to use in your business and you will participate in a hands-on activity in which you’ll design a social media solution to help you achieve your specific pet health objectives. You are sure to leave the workshop much more aware, and prepared to harness the power of this “communications revolution.”

• The impact of social media on pet health and wellness.
• Unprecedented availability of online information.
• Global pet owner communities.
• Best-practice sharing resources for veterinarians.
• Improving compliance and outcomes with real-time communications
• Building a social media plan to add value to your products and services
• Measuring ROI for your social media campaigns
• Talking with your customers on popular social channels
• Turning internet-based blow-ups to your advantage

Mickey McDermott, Vice President, Communications — North America, NOVARTIS ANIMAL HEALTH

Ted Rheingold, Founder/CEO, DOGSTER, INC., and CATSTER, INC.

5:35 pm Close of Day Two

5:45 - 7:15 pm Wine & Cheese Reception

Day Three: Powerful Nutritional and Marketing Advances in Food, Treats and Supplements

Wednesday, June 16, 2010

7:00 am Registration & Full Complimentary Breakfast at Luxor’s “More” Restaurant

9:00 am The New Category of Pro-active Wellness and Solution-Oriented Foods – Foods Designed to Target Specific Conditions

This session explores th e exciting story of how DOGSWELL® came to be, the initial thoughts behind the innovation, how to gain market share with a niche product and how the industry understands functional, solution-based products today. Creating 7 functional formulas as an alternative to pills Applying what’s going on with human food to pet food Educating the consumer Adding the simple and natural

Marco Giannini, President & CEO, DOGSWELL

9:35 am How BioChemistry and Consumer-Driven Marketing Combine to Create a Powerful Brand

A nutritional formulations company, Cell Response Formulation, LLC, develops health products for both pet and human consumers. Its first line of products, Mulligan Stew Pet Food, focuses on a patent-pending formulation for optimal cellular health through purposefully chosen ingredients and synergistic effectiveness. This session will focus on the foundation of biochemistry in overall pet health and talk about how biochemistry will affect the future of health considerations. Currently in its 3rd year of national sales, Mulligan Stew is actively marketed and sold in independent pet stores throughout North America. Find out about the unique challenges of marketing forward-thinking formulations to an increasingly nutritionally savvy consumer. Kevin Meehan’s discussion will include the Naturopathic Healer Arts and how the Company’s patent-pending formulation began and the scientific foundation. Diane Peterson, Mulligan Stew’s Chief Sales and Marketing Officer, will speak about the unique challenges and benefits of marketing and selling the company’s forward-thinking formulation in today’s holistic pet food category. She will discuss the marketing messages and sales strategies needed to convey the science with selling partners, as well as the all important, end-use consumer.

• Develop an understanding of why cellular biology is the future of pet and human health
• Discover how human and pet health (nutritional and emotional) are connected
• Find out how to leverage benefits of a little-known area of pet nutrition
• Learn educational techniques and strategies of marketing and selling forward-thinking formulations to consumers
• Discover the successes and pitfalls of marketing / selling scientific formulations in a competitive and crowded pet food market place

Kevin Meehan, Developer and President, MULLIGAN STEW

Diane Peterson, Chief Sales & Marketing Officer, MULLIGAN STEW

10:10 am Refreshment & Networking Break

10:30 am New & Emerging Natural Trends — 3 Diverse Perspectives: What Works? What Doesn’t and Who Really Knows the Truth!

Moderator: Martin J. Glinsky, PhD, President, SEDONA PET PRODUCTS, INC. , Executive Vice President, CHENANGO VALLEY PET FOODS

Can probiotics serve as pet nutraceutical products and functional food? Probiotics are beneficial microorganisms that naturally exist in animal and human gastrointestinal (GI) tracts. Administering adequate amounts of live microorganisms to hosts have healthy benefits (Joint FAO/WHO Expert Consultation Report, 2001). Probiotic bacteria have shown good immune responses in dogs and cats to function as effective pet nutraceutical products. We demonstrate Pediococcus as the choice probiotic since it is resistant to the damages of air exposure, high temperatures, and acidic growth condition. In addition, Pedicoccus can function as immune modulators in dogs and cats.

• Unique properties of Pediococcus: Pediococcus as immune modulators of dogs and cats
• Pediococcus probiotics as pet Nutraceutical products
• Pediococcus as prevention and medical treatment of pet health
• Probiotic ice cream- Pediococcus probiotics as pet functional food

J.J. Lin, Ph.D., CEO/Chief Scientist, IMAGILIN TECHNOLOGY, LLC

For the millions of pet owners who feed their pet a raw diet ... seeing is believing!

In the absence of major, long-term clinical trials there is overwhelming anecdotal evidence on the health benefits of feeding a raw diet. Equally, there is no question that there is an increased risk for the presence of pathogens in uncooked raw meats.

• What is the industry doing to mitigate the risk and protect the public?
• How effective are these measures?
• And what are those millions of pet owners seeing that makes feeding raw so appealing?

Bette Schubert, President, BRAVO RAW DIET

New and emerging use of herbs for animals

Herbs are not used as food, not as medicine. Herbs sit in between both in support of what the body is naturally designed to do in the new age. People’s awareness of their own health and their children’s health is driving herbal use for pets.

Greg Tilford, President Marketing & Regulatory Affairs, ANIMAL ESSENTIALS, INC.

12:00 Close of Conference